Those Huge Spikes In Consumption Following The Grammys And The Super Bowl… What Do They Really Mean?

Television appearances matter greatly to musicians, especially when it comes to major events that feature music such as the Grammys, Oscars, or Super Bowl. In the days following these high-profile showings, there is always a spike in consumption, and these massive figures almost always become headlines.

For example, following the 2023 Grammys, after winning Song of the Year for “Just Like That,” sales of the Bonnie Raitt tune skyrocketed more than 12,000%, according to Luminate (formerly known as Nielsen). Best New Artist champion Samara Joy saw her album Linger Away’s consumption grow by nearly 1,000% following her shocking triumph. Rihanna also enjoyed similar numbers post-Super Bowl halftime show.

These spikes are nothing new, and they occur every year, but are they really that impressive, and what do they mean beyond the next day for these musicians and their careers?

According to Rob Jonas, CEO at Luminate, the return an artist gets from attending these events depends on their involvement. “We break it down into nomination, appearance, and a win,” he explained. “All three of those things are important to different levels, but obviously performance and a win are definitely way more significant than a nomination.”

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However, the most important thing that happens after a televised event isn’t just the spike in consumption, which can only last a day or two–it’s what Jonas calls a floor reset. “When the spike disappears, it settles at a new, higher level of consumption than it was at before,” he said. This means that an artist’s catalog might spike, but then settle at a new, higher level of consumption. “That floor reset can be 5%, 10%, 15% in some cases.”

For lesser-known acts, these floor resets matter much more. While Beyoncé making history at the Grammys surely helped her catalog spike in consumption, it’s not as impressive as it is for those musicians who are just introducing themselves to the world, like Joy. “For newer artists like her, that will translate into long-term gains around awareness, consumption, sales, and all the things that matter to her as an artist,” Jonas explained. However, it’s important to note that Beyoncé has more music for people to consume, which naturally leads to more consumption overall.

But winning one award or giving a show-stopping performance isn’t enough these days, though it’s certainly helpful. Artists need to intelligently build off of anticipation and buzz. “You can’t just rely on this appearance to drive longevity,” Jonas cautioned. “It has to be an always-on approach to reminding these new consumers about the music she has available.”

Finally, what happens next is crucial for an artist’s success. “Is there a tour coming up? Is there a sync opportunity that’s going to happen? Is there an album already coming out? What is the next activity that drives awareness?” Jonas questioned. One great moment is what so many are hoping for, but they quickly realize it’s just a single step on their way to superstardom and career longevity.

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